THE MEDIA BUSINESS: ADVERTISING -- ADDENDA

By Stuart Elliott

Published: March 23, 1995

The Aegis Group P.L.C., which owns Carat, Europe's largest media services company, said yesterday that Carat was opening an office, to be named Carat North America, in New York.

"This is a toe in the water," said Roger Parry, the former group development director of Aegis, who was named group vice president of Carat North America. "Within a few years' time, I suspect we'll be in it up to our neck." Aegis had hoped to expand into North America three or four years ago, he added, but postponed those plans to digest several acquisitions in Europe and wait out the worldwide advertising recession.

Initially, Mr. Parry said, the office would serve "as a gateway," making it easier for North American clients to work with Carat in Europe. Eventually, he added, the goal is to help serve advertisers' media needs in North America. The office, which opens today, is at 636 Broadway, between Houston and Bleecker Streets, in Manhattan.

Carat handles the media planning and buying on accounts with billings estimated at $6 billion for clients like Cadbury Schweppes P.L.C., Reckitt & Colman P.L.C. and Volkswagen A.G. Of that, about $1 billion is from handling media services in Europe for American marketers like the Walt Disney Company, the Kellogg Company and the Philip Morris Companies.